Investment is the noblest activity for an ideal manPosts RSS
“In the competition between PCs and Macs, we outsell Apple 30-to-1. But there is no doubt that Apple is thriving,” Ballmer acknowledged in the e-mail. “Why? Because they are good at providing an experience that is narrow but complete, while our commitment to choice often comes with some compromises to the end-to-end experience.” (source)
-- Related posts:
Posted in Marketing Thought on Jul 28th, 2008 繼續閱讀 »
When there is both pain and pleasure associated with your service, work extremely hard to separate them by time and geography.
Disney charges a fortune for the theme park, but they do it a week before you get there, or at a booth far far away from the rides. By the time you get to the rides, you’re over it. The pain isn’t associated with the fun part.
-- Related posts:
Posted in Marketing Thought on Jul 15th, 2008 繼續閱讀 »
2004-2008年和1999-2001的Web Startup Boom都是基於相同的信念：有人潮(visits)的地方就有錢潮(business model)。但是我剛剛突然想起想小時後元宵節到廟口參加猜燈謎的盛況 - 人很多，臨時擺攤的小販也很多，有香腸、芭樂冰、把晡等等，但是整個廟口廣場數百人中，有多少人願意掏錢出來買這些零食？只要人潮聚集的動機不是消費，(如逛士林夜市的人，心中已有花錢的打算)，人潮變錢潮的轉換率絕對會低到讓人收攤時仰天長嘆。
照這樣看來，如果找你去當以下兩種網站的投資人，你會選哪種呢？是一個每月100萬瀏覽人次的購物網站呢？還是一個每月100萬的人次社群網站呢？使用者到這些網站的動機是什麼呢？
-- Related posts:
Posted in Management Thought on Jul 11th, 2008 繼續閱讀 »
過去，台灣一向被認為出產工程師型企業家，缺少如蘋果公司創辦人賈伯斯般，能夠洞察消費者需求的行銷型企業家。
這段話出自數位時代2008六月號p90.從瞭解到台灣報章雜誌被大小企業PR滲透的程度後，我已經很久沒有「認真」去看商業性雜誌了，但這回數位雜誌記者倒是說了句挺中肯的話。
問題是，身為台灣人，你有時間去瞭解消費者在想什麼嗎？
-- No related posts.
Posted in Marketing Thought on Jul 10th, 2008 繼續閱讀 »
“People like it and pass it, like virus.”
本日最中肯。
上面這支影片，一看就知道是一群無所事事的年輕人，突發奇想，聚集在一起做的手機爆米花實驗，順便拿攝影機(手機？)把過程拍攝下來。
又是一支惡搞的kuso片子？
不管你看完覺得恐怖、誇張、好笑，或是懷疑，當你把影片link透過即時通軟體丟給朋友，或是把影片嵌在在部落格中，製作這支短片的廣告公司就已經達到他的目的了…
是的，廣告公司，廣告公司背後的金主則是影片中的手機製造商…
所以我們學到，要讓video go-viral，數十條守則中的其中兩條是：
我就是在CNN新聞網看到，手機公司的CEO，親自跳到主播台告訴大家：啊這影片就是我們家做的啦，嘿嘿。
viral的極致表現是什麼呢？想必是感染到具有影響力的公眾人物(如主流媒體)，這會協助你加速目標市場的病情惡化。
-- Related posts:
Posted in Marketing Thought on Jul 9th, 2008 繼續閱讀 »
Social media is no different from all media. The number of people who at one point were interested in your content or service is not that meaningful. What matters is the number of people who engage with your content or service on a daily basis and how engaged they are. And RSS subscribers, Facebook app installs, and follower numbers don’t measure that. (Source)
是時候忘掉pv, uu, stickiness, (尤其是那 75%停留在網站不到5秒的page views -> 幾近無效的瀏覽人次)，是時候擁抱那些每天重複visit你的網站，對你的產品、服務、資訊有強烈主動興趣的user囉。同樣的道理也可以運用在實體活動，全球科技大廠競相在五大洲舉辦n場技術研討會(感覺像是在搶奪大家寶貴的請假研習時間大餅)，與其請外部顧問來檢討活動執行成效，是不是該花點心思好好engage那些幾乎場場都出席的客戶/user，請他們來當活動改進顧問呢？食神說：情和意~值千金~；對企業來說，1個royal customer的feedback恐怕價值超過100張隨機採樣的問卷，換算一下，請市調公司執行1000份樣本的隨機訪查，比較起直接約10位royal customer吃飯，哪個會讓你花費千金呢？
-- Related posts:
Yahoo shares rose as much as 12 percent after Microsoft, the
world’s biggest software maker, said it might try to buy the
search business or the whole company. (July 7, Bloomberg)
管他新媒體、舊媒體，媒體的影響力還是很大，只是平台換了換罷了。古時候要成為一方霸主只要掌握領土，現在想當一方霸主，除了領土之外，連媒體也要控制。有沒有想過在你所處的環境中(家庭、學校、朋友圈、工作場合、社區…etc.)，誰扮演了媒體的角色？通常是你影響媒體？還是媒體影響你？
-- Related posts:
Posted in Marketing Thought on Jul 2nd, 2008 繼續閱讀 »
There aren’t so many statesmen. People who speak truth to power. Leaders who describe what they see, whether or not it serves their short-term interests. They say what needs to be said, do what needs to be done, as long as it serves the long-term needs of their constituents. No wonder we like them so much.
Lawyers are sworn to be advocates. It’s their duty. They take a side and they argue it. They’re not supposed to tell the truth, they’re supposed to argue a point of view.
Guess who has a better reputation?
Which leads us to marketers. Have you noticed that most of us act like lawyers?
Marketing culture has become a culture of lawyers. Apparently, marketers are now advocates sworn to argue on behalf of a client.
This attitude leads to spam (hey, it’s not against the law and it helps my client) and to dicey product claims and to awful side effects like obesity, shoddy products and massive debt. If your job is to represent a product and ensure its short-term sales, that’s exactly what you’re sworn to do. (source)
這邊的argue on behalf of a “client”指的不是顧客，而是所負責的產品、品牌、或是組織。當你是為了賣產品而拼命說產品好，你就是一個liar；當你站在顧客的立場為他們發聲，當你有勇氣告訴顧客競爭者的產品更適合他們的需求，你就是marketer。
可惜在台灣企業看不到後者，因為都已經被老闆fire掉了。只能回家寫寫書，像這本”All Marketers Are Liars”.
-- Related posts:
Posted in Blogosphere on Jul 1st, 2008 繼續閱讀 »
話說在經濟趨緩的年代，還能有這樣的出場結果，
對Powerset的創辦人和投資人來說，應該算是天大的好消息…
前幾天才驚傳Facebook的公司價值評估，
從美金150億左右掉到30-40億，
如果經濟不好轉，短線內應該也看不到Facebook的IPO。
其他Web2.0做夢公司未來幾個月應該會陸續看到夢想幻滅。
Semantic Search(語意搜尋)在矽谷創投界炒了快兩年，
但一直看不到突破性發展，Google甚至曾公開表示，
他們認為語意搜尋不會是為未來的發展趨勢。
對Tech Savvy來說，現在的搜尋引擎已經很夠用了，
但對銀髮族來說，能以更接近人類語法的方式搜尋…
這才是真正造福人類啊…
未來有沒有機會看到Ms. Dewey和Powerset引擎結合呢？
-- Related posts:
